Thinx Underwear Pushes New Generation Thinking

A new product, Thinx for All, underwear for menstruating women, is accompanied by the “That’s It” spot, the third in an ongoing campaign.

The OBERLAND agency created the work, directed by Pamela Adlon.

The ad begins airing this week on linear and streaming TV, digital, Think’s YouTube channel and social media. Media buys are ongoing.

Because period care advice is passed from older women (mothers, sisters) to younger women, “Saved by Sister,” which debuted in August, reflects that ritual. The spot is upbeat and friendly and geared to teens.  

A second intergenerational spot, “Moon Landing,” has a daughter introduce her mother to Thinx, with the older woman cracking wise about progress.



"There’s an epiphany here for people having their period, no matter what generation they belong to. This is a discovery they can all have together. And that’s where the idea of the tag, 'How a New Generation Thinx,' came from. Whether you’re an older person, or you’re a teen just getting your period, Thinx is something that changes all of our lives, at any age," said Lisa Topol, OBERLAND executive creative director.

"It can change the way you think, and the way you do things. And it sort of offered itself up to these really fun, beautiful and honest interactions between those generations, sharing the discovery of this product."

Thinx surveyed menstruating women (18-54) and found a majority (65%) report they would shop for sustainable, reusable period products if they were more affordable. Thinx underwear has a variety of colors and styles, starting at $17.

The launch of Thinx for All on, in addition to the line’s existing presence in select Walmart, Target and CVS stores, provides more affordable solutions and wider online access to feminine hygiene products.

The agency’s roster includes work for The Nature Conservancy, ACLU, Union Savings Bank and OKCOIN.

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